2014




2014 | |

From Smelly to Smiley: Ambi Pur makes Malaysians Breathe Happy

Advertiser: Procter & Gamble (M) Sdn Bhd
Brand: Ambi Pur
Creative Agency: Geometry Global
Credits: Mediacom Malaysia — Jox Petiza (Content Strategist),Ho Mu Huan (Communication Planner), Christine Lim (Executive, Interaction), Leong Jia Chi (Implementation Executive)Ivan Shim (Implementation Executive); Geometry Global — Elaine Wong (Account Manager), Elicia Wee (Account Director); Grey Direct & Interactive Sdn Bhd — Joanne Lee (Associate Account Manager); Mediacom Malaysia — Saurabh Chandrashekhar (Associate Director)

The Challenge
As an odor-eliminator, Ambi Pur is continually mistaken as an air freshener which automatically weakens its USP. We needed to show how Ambi Pur has the power to turn unpleasant bad odor situations into pleasant, happy ones vs. air fresheners that would only disguise them.

The Solution – Insight & Idea
“Potong Stim” is when someone or something, like a bad smell, kills your mood. It’s easy for something to turn a happy mood into a sour one but more often than not, Malaysians tend to wait for someone else to do something to change or fix the situation. This perfectly applied to smelly places. Everyone knows they’re smelly, and nobody likes it. But nobody does anything to seriously change it. Based on this insight, Ambi Pur decided to be the change and turn unpleasant, smelly places into happy, pleasant-smelling ones by eliminating bad odors and not just masking them. The “Smelly to Smiley” movement was created. Ambi Pur searched for the smelliest public spaces via people’s votes and transformed them into smiley spaces. To create maximum awareness and impact for the Smelly to Smiley movement, we engaged social media’s ecosystem to provoke the following levels of consciousness amongst Malaysians: 1) An Awakening and Inspiration – A judgement can be turned into action. If social leaders champion a cause, so can I! 2) A Voice and Co-Leadership – Ambi Pur champions the cause but I have the power to co-lead with my nomination and vote.

The Execution
Phase 1: AWAKENING AND INSPIRATION We engaged Dan Khoo, a famous Malaysian producer of entertaining videos based on everyday life to produce #Potongstim – a video series of smelly to smiley scenarios featuring Ambi Pur as a powerful and effective odor- eliminator. The videos were posted on Dan’s YouTube channel which had 37,000 subscribers and 120,000 regular viewers. Forty-eight bloggers with a collective following of 144,000 crowdsourced the call for blog- buster videos depicting #potongstim situations that Ambi Pur eliminates. These videos made by the public only strengthened Ambi Pur’s odor-elimination superiority while directing action toward the Smelly to Smiley Facebook app. Facebook Display and Social Share reinforced traction and virality of these videos, creating awareness of the movement and generating participation in Phase 2 of the campaign. Phase 2: A VOICE AND CO-LEADERSHIP The Smelly to Smiley movement continued on the Ambi Pur GPS-based interactive Facebook app where nominations and votes were documented, tracked and shared in real-time. This made it easy for anyone to participate and created a feeling of mass-empowerment.

The Results
The #Potongstim series – 533,727 YouTube views vs. average series viewership of 321. 48 crowdsourced videos – 18,000 views vs. average crowdsouring output of 360. Facebook following increased by 32% or 8,104 within the first month. 2,097 nominations within the first month vs. expected 1000 nominations within the entire campaign period. 26,274 votes in 1 month, 5x more than targeted Most of all, Ambi Pur made Malaysians and Malaysia happy!

2014 | |

Shiny Furry Tales

Advertiser: Mars
Brand: Pedigree
Creative Agency: Factori Communications
Credits: Starcom MediaVest Group — ShenYee Leong (Digital Executive – Social Media), KuanChuen Tan (Digital Manager – Social Media), YouLi Hooi (Human Experience Strategy Director)

The Challenge
Pedigree developed an improved recipe that is scientifically proven to promote improve dog’s coat to be healthier and shinier, visible in 6 weeks. 46% of dog owners in Malaysia feed their dogs home prepared food. Majority of the owners may not even understand nor believe Pedigree’s proposition.

The Solution – Insight & Idea
Many owners acknowledge that a dull, lacklustre coat on their dogs indicates inadequate nutrition. Obvious indicators include excessive shedding, patchy coat and fur. Dog owners aren’t aware of the types of nutrition their dogs need. After talking to the vets and different types of dog owners, we understand that different dogs have different needs and challenges. Each has their own story to tell. Hence, Pedigree went on a pursuit to educate dog owners with real dog stories. Dog transformation stories – from poor skin and coat, to healthier and shinier coat, were featured. Dog owners wanted to hear real dog stories by real dogs. Not a TV commercial. “Shiny Furry Tales” was created to aggregate real dog stories from dog owners. It aimed to educate dog owners on Pedigree’s new dog food formula on the 5 signs of good health for their fur kids. The hashtag “#shinyfurrytales” were used to aggregate these doggy stories.

The Execution
Within the dog social community, targeted social ads were used to recruit dog owners to sign up their dogs in this 6-week transformation program. Bearing in mind the dog social space is relatively niche, social ads targeting dog owners on Facebook became extra crucial. We had to be very specific to eliminate wastage. We even drilled down to specific geographic locations that are Chinese population skewed. In the first two weeks, over 330 dogs with poor skin conditions were registered. We carefully analysed to further shortlist potential dogs to become the 12 finalists. In 2 weekends, the Pedigree team visited these dogs for further examination. Pedigree also took the opportunity to educate these dog owners on dogs’ nutrition and wellbeing. The 12 finalists went through a 6- week transformation program. These dogs came out as our transformation ‘champions’. Real time weekly progress and content on these dogs were shared on Facebook including dog albums for each finalist. Content was amplified and shared using Facebook paid ads.

The Results
The recruitment campaign oversubscribed 3 fold. After 6 weeks, dog owners reported that their dogs’ coats have improved and they became more active. We saw a 48% increase in Facebook fans. Most importantly, 12 priceless dog stories were captured and repurposed as content on Facebook. #ShinyFurryTales content garnered over 6.2 million impressions with 53,044 clicks. This translated into Pedigree’s page engagement rate increased by 232% from a 2.5% monthly average.

2014 | |

DiGi Gives License to Cut Queue

Advertiser: DiGi Telecommuncations Sdn Bhd
Brand: DiGi Telco
Creative Agency: Fastbridge
Credits: Fastbridge — Derek Tan Yeong Par (Executive Director), Chew Xian Kim (Associate Director), Ayesha Adam Frances (Team Leader), Jerry Wang Wey Sion (Lead Designer), Cara Ooi (Executive); DiGi — Ramesh Rajandran (Head of eBusiness), Amelia Lee (Head of Mar Comms), Shamin Ezwina Bt Shaharuddin (Executive)

The Challenge
Consumers no longer stick to one telco long term but instead choose telcos based on the best deals available. This change in consumer mindset combined with Apple’s announcement to shorten the usual pre-launch duration to 72 hours required DiGi to adopt unconventional methods for the latest iPhone launch.

The Solution – Insight & Idea
Insight: The desire to be the FIRST had lost its’ appeal in this age of technological advances and convenience. From thousands queuing overnight for the iPhone launch back in 2009, the queue time had reduced to a mere 4 hours in 2013. DiGi had to reignite the desire to be the FIRST to own with DiGi. Malaysians were however avid sharers of latest information on social media. Strategy: Understanding the gap between the brand’s needs and comforts provided by modern technology, DiGi needed to reignite Malaysians’ passion to be first whilst offering Malaysians a unique queuing experience on social. Idea: Leveraging on Malaysians’ “kepohness” to be first to share the latest buzz on social media, DiGi introduced the “License to Cut Queue” to both existing and new DiGi customers through the DiGi #Fastline. DiGi used this opportunity to leverage on the iPhone buzz and become part of the iPhone conversation. Fans were given the opportunity to be the first in Malaysia to own the latest iPhone by sharing latest DiGi iPhone buzz with their friends and family, to make their way to the front of the DiGi #Fastline to be the first in Malaysia to own the latest iPhone.

The Execution
72 hours before the iPhone release, DiGi #Fastline was launched on DiGi’s Facebook page. Fans were required to register their interest to own the new iPhone and share content to get ahead of the race. The queue was made up of DiGi avatars paired with participants’ Facebook profile pictures. The more fans shared the iPhone buzz with their friends and families via Facebook and Twitter, the further ahead of the queue they moved, closer to their dream iPhone. The faces in queue were constantly changing as fans diligently “cut queue” through sharing. Fans could indulge in the fun of “queuing” whilst interacting with other iPhone users like the good old days, but this time from the comforts of their homes. The DiGi #Fastline closed within 48 hours and the top 250 fans in queue were awarded the official “cut queue” license for the iPhone launch. At midnight of launch day, selected DiGi stores opened its doors to allow top #Fastline fans to beat the queue and be the first Malaysians to own the prestigious iPhone.

The Results
DiGi surpassed long time competitors with more than 2.3 Million impressions, creating the Most Buzz amongst all Malaysian telcos within the stipulated 72 hours determined by Apple. DiGi #Fastline contributed to DiGi’s Q4 earnings which jumped by 123.4% whilst revenue climbed 6.4%. DiGi successfully re-engaged customers who had fallen off the bandwagon to queue for the latest iPhone by leveraging on Malaysian’s passion for social media and the convenience of latest technology.

2014 | |

Baby Dream Catcher!

Advertiser: Johnson & Johnson
Brand: Johnson’s baby
Creative Agency: Marvelous
Credits: Universal Mccann — Adam Yeoh (Digital Ethnographer),Julia Anne George (Senior Social Media Specialist),John Woo (Assistant Manager, Content Services),Velda Kon (Associate Director), Abhishek (Associate Director),Choong Meng Hui (Media Planner),Chinar Joshi (Director, Strategy & Consulting), Ramakrishnan C.N. (Senior Vice President)

The Challenge
Johnsons Baby enjoys high awareness, but with competitors flooding the market the connection with the audience needed to be fortified. The brand needed to become an integral part of the daytime and bedtime regimes and own the mom & baby space, by being the preferred baby care partner.

The Solution – Insight & Idea
Insight: A mother’s life revolves around her little bundle of joy. There is a lot of communication that goes on between a baby and her mother, but in their unique language made of cries, gurgling noises, smiles, and eye movements. Only a mother can understand the slight difference in a baby’s cry and know exactly what she needs. She takes pride in every little accomplishment, and they exchange mutual love, even though baby can’t really express verbally. Strategy: Media Agency recommended owning the mind space of both moms and babies literally. Even though a mother understands her baby’s movement, she doesn’t understand her darling’s dreams. She wants to understand the magical world her baby enters when she closes her eyes, this desire is a reflection of her ambitions for the baby. Media Agency recommended giving words and the power of expression to a Baby’s dream, and turning those half remembered moments into stories which moms and babies can cherish forever. Idea: Media Agency proposed a unique “Baby Dream Catcher” platform, a platform which allowed mothers to re-imagine their baby’s dream and create wonderful memories out of it. Thus Johnsons Baby became an integral part of Mom & Baby’s bedtime routine.

The Execution
“Baby Dream Catcher” platform was hubbed out Facebook, and leveraged on our tremendous fanbase. We highlighted Johnsons Baby’s bedtime regime, a 3 step process which is scientifically proven to help babies sleep better. We subtly drove the unparalleled efficacy of Johnsons Baby products in a baby’s bedtime ritual. We then invited mothers to share with us what their little ones dream of, when they boarded the dreamland express with closed eyes, and open heart. The platform allowed mothers to re-imagine what their babies dream of, and they shared pictures of their sleeping angel. We then created a beautiful image with the baby at the center, and asked mothers to share what they thought their baby was dreaming about. Mothers shared their own interpretation and feelings as to what they would want their babies to dream of. It was an expression of her latent desires with regards to her baby. They could then share their baby’s re-imagined dream with everyone. Johnsons Baby thus owned the mom baby bonding moments, by decoding the secret mom-baby language.

The Results
The campaign garnered more than 5.1 Million organic impressions. Johnsons Baby’s Facebook community grew by astounding 23%, generating unprecedent brand chatter and participation. More than 3,673 dreams and interpretations were shared within a matter of days. Moms displayed their emotions and the campaign garnered 27,354 likes. With brand shares increase by 4%, Johnsons Baby reinforced itself as a mom baby confidant.

2014 | |

A Social Passion Movement by Our Ministry of Passion

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N SEASONS Tea
Creative Agency: -
Credits: UNIVERSAL McCANN — Chai Yen Yen (Business Director), Elsa Fong (Associate Director), Cecilia Wong (Senior Buyer) , Jennifer Soo (Senior Planner), Eunice Lian(Planner), Derek Tan (Executive Director), Kim Chew (Associate Director), Jenny Wong (Head-Regional Brand Development), Lorraine Tan(Senior Marketing Manage)r, Karen Poi (Marketing Manager), Selena Tan (Brand Manager)

The Challenge
F&N SEASONS Green Tea was planning to launch its latest variant – Passion Fruit. The challenge was to create buzz surrounding the launch. Announcing new news was insufficient, we needed to connect and engage with young adults for this new variant to shine amidst tea choices available currently.

The Solution – Insight & Idea
INSIGHTS: Research indicates that Malaysian youth are a passionate bunch, but many don’t pursue their dreams. What’s holding them back ranges from fear of failure to simply not having the means and know-how. STRATEGY: We needed our target audience to take notice and engage with the brand. We had to creatively build an emotional connection. Hence, the strategy was to create a platform to gather potential and current tea drinkers and connect with them deep down, where their passion lies – Food, Music and Fashion. Ultimately, it was to encourage them to take the leap by reigniting their fire and inspire them to pursue their passions. IDEA: In the hands of the media agency, we launched SEASONS Tea Ministry of Passion social platform. A platform built by partnering with HitzFM radio station, where we leveraged top social influence of DJs to connect with consumers. They were our Deans of Passion – Jin was the Food Dean, Ean was the Music Dean and Denise was the Fashion Dean. Consumers were encouraged to share their passions with us and the winners were selected from the passion bucket that had the most support.

The Execution
For five weeks, we seeded and created conversations about Food, Music and Fashion around our Facebook hub. We had Jin, Ean and Denise posting on SEASON’s Facebook and their own Facebook pages on how they came about realizing their passions – Ean shared how he picked-up the guitar at 12 years old to charm the ladies whilst Jin shared that he started cooking when he studied abroad. Taking consumers on their passion journeys, we got the DJs to engage in friendly competition, where they solicited support from followers for their passion that they represented. Constant poll updates further fueled the competition. Enhancing engagement, live chats were held on SEASON’s Tea Facebook where our fans chatted with their favourite DJs about their passions, getting crucial advice on how to develop their interests. Finally, the Food Ministry won and Food Passionistas together with their friends were enjoyed a wonderful cooking experience with DJ Jin and a certified chef at a culinary school. The entire experience was shared with our Facebook fans and on Hitz’s Youtube channel.

The Results
By the end of the campaign, we inspired over 1 million Malaysian youth to pursue their passions with 395,000 organic reach alone. We sparked over 50,000 chatter and engagement on social. Within three weeks, Facebook fan base grew by 20% and people talking about this was 40 times higher than our average performance. The campaign drove volume shares up by 7.2%, a clear indication that the campaign successfully ignited the passion within the young adults.